PROPOSED MARKETING STRATEGY FOR IDEEDU DIGITAL START-UP
IDEedu is an educational start-up company that offers online courses. Established in <br /> <br /> <br /> <br /> Bandung in 2016 and now become one of the top 15 major online courses in <br /> <br /> <br /> <br /> Indonesia. As a start-up compa...
Saved in:
Main Author: | |
---|---|
Format: | Theses |
Language: | Indonesia |
Online Access: | https://digilib.itb.ac.id/gdl/view/20720 |
Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
Institution: | Institut Teknologi Bandung |
Language: | Indonesia |
Summary: | IDEedu is an educational start-up company that offers online courses. Established in <br />
<br />
<br />
<br />
Bandung in 2016 and now become one of the top 15 major online courses in <br />
<br />
<br />
<br />
Indonesia. As a start-up company, IDEedu has been facing intense competition in the <br />
<br />
<br />
<br />
education service industry. Business issues in IDEedu are the low sales rate and the <br />
<br />
<br />
<br />
declining sales trends since early 2017 until present time. <br />
<br />
<br />
<br />
<br />
This study is intended to formulate marketing solutions for IDEedu, particularly in <br />
<br />
<br />
<br />
increasing sales through marketing strategies that fit start-up company phase. This <br />
<br />
<br />
<br />
study used descriptive qualitative, commence with literature study, and then followed <br />
<br />
<br />
<br />
by internal analysis of the company through STP analysis, and marketing mix and <br />
<br />
<br />
<br />
customer survey to 120 samples. Furthermore, the external analysis of the company <br />
<br />
<br />
<br />
through PEST analysis, five porter force and competitor analysis with marketing mix <br />
<br />
<br />
<br />
indicators to determine the position of IDEedu compare to the competitors. The result <br />
<br />
<br />
<br />
of marketing mix analysis found that there are problems in product and promotion. <br />
<br />
<br />
<br />
The amount of available course services as the main products in IDEedu is small and <br />
<br />
<br />
<br />
the growth of new courses is still considered slow. In terms of promotion, IDEedu <br />
<br />
<br />
<br />
only has a few promotional programs that completely focused on an online strategy. <br />
<br />
<br />
<br />
Another finding from the study indicated that there is a potential to raise the tuition <br />
<br />
<br />
<br />
fee of the course services based on survey result that shown consumer behavior and <br />
<br />
<br />
<br />
their consumptive rate that slightly high. <br />
<br />
<br />
<br />
<br />
The result of business solution analysis showed that IDEedu requires a new <br />
<br />
<br />
<br />
marketing mix strategy. Moreover, the results of this study found a new marketing <br />
<br />
<br />
<br />
strategy that can be implemented by IDEedu namely: (1) Increasing the number of <br />
<br />
<br />
<br />
course services by cooperating with educational institutions, (2) Bundle Pricing <br />
<br />
<br />
<br />
Strategy, (3) Social Media Marketing, (4) Educational bazar and seminar, (5) <br />
<br />
<br />
<br />
Freemium Consultation, (6) Affiliation and member get member. These strategies <br />
<br />
<br />
<br />
are implemented in new marketing mix strategy and business canvas model. <br />
<br />
<br />
<br />
Implementing this strategy will help IDEedu to improve its sales through more <br />
<br />
<br />
<br />
appropriate and efficient marketing strategies. <br />
|
---|